The Got Milk? Campaign recently
aired a new commercial featuring Susan Sarandon. It targets females ages thirty and up or so,
because it directly targets mothers by saying things like "motherhood is
full of surprises." There are also
children's toys scattered around a living room (mis en scene), one of which
Susan picks up while on her way to the kitchen.
After tracking Susan around the room, the commercial continues to keeps
its audiences' attention by including a montage of various milk products. In addition to being filled well, the
commercial also uses several propaganda techniques to make sure that the
advertisement is paid some mind. The
commercial starts with Susan talking about motherhood, which is a loaded word
especially for a mother. It continues on
to include facts and figures such as "nine out of ten Americans aren't
getting central nutrients." Though
Susan Sarandon is a celebrity giving a testimonial for milk, she is dressed
down to address the plain folks, the average person consuming milk. On top of all that, she appeals to a mother's
hidden fear of her children not being healthy enough. That certainly would make a mother listen as
well as the direct command telling the mom to pour just one more glass for her
and her children to ensure their health.
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I have recently watched TV and seen a Got Milk commercial this one is staring Salma Hayek's which automatically concludes the fact that the commercial is in fact testimonial. The commercial begins with her coming home it appears as a night out she is dressed rather fashionable. This shows that the ad targets women ages 25 and up. Then it shows her opening her fridge to find that she has no milk left then she grabs her keys and then it has match on action rather of her pulling into a covenant store which enforces plain folks showing that she is a casual women running to the store to get milk. When she enters she see's that there is none left then proceeding to the next store she comes across which is closed when attempting to get out of her care she breaks her heal showing struggle to accomplish what she desires. After attempting to get milk form a farm scared away from the cows showing how riskily she is to get milk she finds a milk truck and asks them to give her milk. When she reaches home she finds out that her daughter has no cereal and is left without breakfast but the commercial finishes with Salma drinking a glass of milk showing that she accomplished her goal. When the commercial comes to an end there is a glass of milk on the counter full with the phrase Got milk? which concludes that she now has milk.
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